New BMW 5 Series Representative: Actor Scott Eastwood

The market launch of the new BMW 5 Series will be on February 11, 2017 and to make it more exciting, BMW’s international communications chose Hollywood Actor Scott Eastwood as the face of their new campaign. He is features in a new TV commercial for the vehicle.

An additional component of the primarily digital campaign is the revival of the film series The Hire on BMWFilms.com. After a 15-year break, the latest offering is now The Escape, the work of the Oscar-nominated director Neill Blomkamp. The online film includes dramatic chase scenes featuring the new BMW 5 Series Sedan, with cult driver Clive Owen at the wheel once again. Shortly after going online, the newcomer had been seen in action by over 5.5 million fans on YouTube. Press responses were positive throughout and these alone reached over 125 million people around the world.

“BMW Films has a real presence in the social web and is the perfect example of the way authentic content marketing can organically support and extend a product campaign,” explains Hildegard Wortmann, Head of the BMW Brand.

Running under the slogan BUSINESS ATHLETE, the communications campaign is now entering a decisive stage. The new BMW 5 Series Sedan is about the excitement of unprecedented connectivity and further enhanced driving dynamics, and has everything it needs to take the business class by storm: it is, quite simply, the BUSINESS ATHLETE. Communications focus on innovation, dynamism, business class and driving pleasure, emphasizing them to varying degrees in different markets around the world.

“The key messages of our commercial are clear: success has to be earned. Never rest on your laurels,” explains Hildegard Wortmann, Head of the BMW Brand. “That’s as true of the new BMW 5 Series as it is of Scott Eastwood. And it’s just one of the reasons the two go together so well.”

Scott Eastwood: “I have been a fan of BMW for many years, and it was a great experience working with their creative team on this campaign.”

The campaign “BUSINESS ATHLETE” will be adapted for use in more than 40 countries around the world.